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Ueto Aya is the CM Queen of 2012 in Kanto and Kansai, Takei Emi wins in Nagoya

February 28, 2013 @ 8:00 pm
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On February 27, Video Research Ltd. once again released various statistics about the usage of commercials in 2012. As usual, they concentrated their analysis on the three main regions of Japan (Kanto, Kansai, and Nagoya) and the five main commercial networks.

The results show that the overall amount of commercials slightly increased again in all three regions compared to the previous year. Looking at both types of commercials, they noticed that spots that air in between programs have declined, but commercials that air during a program recorded a slight increase again. It was an expected change after the 2011 results that were greatly influenced by the Great Tohoku Earthquake.

Commercials related to communication and web services made it to the top in the Kanto region, but the biggest rise was once again recorded the by automobile commercials with at least 20% more exposure of general automobile commercials and at least 70% more exposure of light passenger car commercials in all three regions.

As for the image characters used in commercials, actress Ueto Aya was once again able to claim the top position in the Kanto and Kansai regions. It's her 4th consecutive year on top for the Kansai region and her 2nd consecutive year for the Kanto region. The repeat of last year's triple victory was smashed by fellow actress Takei Emi who took over the Nagoya region.

A huge boost was experienced by actress Gouriki Ayame who only ranked 388 and lower in the previous year, and now made it into the top 4 in all of the regions. As usual, the members of AKB48 are very present in commercials as well. The group can boast 8 members in the top 20 of Kanto and Kansai, and 7 members in the top 20 of Nagoya (still including Maeda Atsuko).

You can check out the talent rankings below!

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Previous rankings: 2012 (1st half), 2011

CM Exposure Ranking of the Kanto Region

01 – 246,825 seconds – 15,081 spots — Ueto Aya (previous year: 1)
02 – 241,005 seconds – 15,136 spots — Takei Emi (previous year: 10)
03 – 226,860 seconds – 12,958 spots — Gouriki Ayame (previous year: 388)
04 – 192,255 seconds – 12,095 spots — Sasaki Nozomi (previous year: 19)
05 – 188,980 seconds – 10,742 spots — Ayase Haruka (previous year: 14)
06 – 166,755 seconds – 10,340 spots — Oshima Yuko (previous year: 3)
07 – 155,790 seconds – 09,813 spots — Takada Junji (previous year: 300)
08 – 143,845 seconds – 08,800 spots — Shinoda Mariko (previous year: 7)
09 – 143,805 seconds – 08,781 spots — Takahashi Minami (previous year: 12)
10 – 137,370 seconds – 08,503 spots — Itano Tomomi (previous year: 13)
11 – 135,510 seconds – 07,971 spots — Higuchi Kanako (previous year: 16)
12 – 135,075 seconds – 08,194 spots — Kojima Haruna (previous year: 11)
12 – 135,075 seconds – 08,494 spots — Mukai Osamu (previous year: 18)
14 – 131,340 seconds – 08,473 spots — Sato Ryuta (previous year: 67)
15 – 131,130 seconds – 08,065 spots — Watanabe Mayu (previous year: 21)
16 – 125,460 seconds – 07,847 spots — Aoi Yu (previous year: 71)
17 – 123,945 seconds – 05,955 spots — Matsuoka Shuzo (previous year: 274)
18 – 123,300 seconds – 07,567 spots — Kashiwagi Yuki (previous year: 17)
19 – 122,955 seconds – 07,143 spots — Maeda Atsuko (previous year: 4)
20 – 122,170 seconds – 07,178 spots — Dante Carver (previous year: 6)

CM Exposure Ranking of the Kansai Region

01 – 248,955 seconds – 14,230 spots — Ueto Aya (previous year: 1)
02 – 200,220 seconds – 12,549 spots — Takei Emi (previous year: 12)
03 – 188,860 seconds – 10,551 spots — Ayase Haruka (previous year: 8)
04 – 179,970 seconds – 10,072 spots — Gouriki Ayame (previous year: 635)
05 – 168,300 seconds – 10,375 spots — Oshima Yuko (previous year: 2)
06 – 142,980 seconds – 08,384 spots — Becky (previous year: 7)
07 – 141,630 seconds – 08,736 spots — Takahashi Minami (previous year: 10)
08 – 137,700 seconds – 08,517 spots — Shinoda Mariko (previous year: 6)
09 – 137,520 seconds – 06,202 spots — Karasawa Toshiaki (previous year: 5)
10 – 129,270 seconds – 08,359 spots — Sato Ryuta (previous year: 50)
11 – 128,595 seconds – 07,904 spots — Kojima Haruna (previous year: 13)
12 – 125,985 seconds – 07,797 spots — Watanabe Mayu (previous year: 16)
13 – 125,760 seconds – 06,084 spots — Matsuoka Shuzo (previous year: 156)
14 – 123,825 seconds – 07,528 spots — Kashiwagi Yuki (previous year: 18)
15 – 120,825 seconds – 06,957 spots — Kimura Takuya (previous year: 51)
16 – 120,720 seconds – 04,578 spots — Takimoto Miori (previous year: 33)
17 – 119,610 seconds – 07,049 spots — Maeda Atsuko (previous year: 4)
18 – 119,595 seconds – 07,277 spots — Sasaki Nozomi (previous year: 23)
19 – 118,860 seconds – 07,417 spots — Aoi Yu (previous year: 46)
20 – 117,810 seconds – 07,367 spots — Mukai Osamu (previous year: 22)

CM Exposure Ranking of the Nagoya Region

01 – 213,770 seconds – 13,282 spots — Takei Emi (previous year: 8)
02 – 212,010 seconds – 12,964 spots — Ueto Aya (previous year: 1)
03 – 181,890 seconds – 10,052 spots — Gouriki Ayame (previous year: 523)
04 – 164,550 seconds – 09,376 spots — Ayase Haruka (previous year: 11)
05 – 158,715 seconds – 09,884 spots — Oshima Yuko (previous year: 4)
06 – 130,275 seconds – 08,449 spots — Sato Ryuta (previous year: 48)
07 – 129,225 seconds – 08,087 spots — Itano Tomomi (previous year: 13)
08 – 126,405 seconds – 07,865 spots — Kashiwagi Yuki (previous year: 12)
09 – 125,190 seconds – 07,658 spots — Takahashi Minami (previous year: 10)
10 – 122,925 seconds – 06,004 spots — Matsuoka Shuzo (previous year: 142)
11 – 120,030 seconds – 07,415 spots — Watanabe Mayu (previous year: 19)
12 – 119,175 seconds – 07,051 spots — Maeda Atsuko (previous year: 2)
13 – 118,360 seconds – 07,357 spots — Mukai Osamu (previous year: 21)
14 – 117,345 seconds – 07,184 spots — Shinoda Mariko (previous year: 6)
15 – 116,665 seconds – 07,024 spots — Abe Hiroshi (previous year: 86)
16 – 115,365 seconds – 07,035 spots — Sasaki Nozomi (previous year: 24)
17 – 113,665 seconds – 06,908 spots — Karina (previous year: 3)
18 – 112,230 seconds – 06,383 spots — Kimura Takuya (previous year: 70)
19 – 111,000 seconds – 06,538 spots — Higuchi Kanako (previous year: 16)
20 – 107,940 seconds – 06,558 spots — Kojima Haruna (previous year: 18)

Source: Video Research Ltd.

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